Al Hassan Elwan: Edgelording a New Avant-garde (POSTPOSTPOST™ Admin Reveal!) | #26

Welcome to the Urgent Futures podcast, the show that finds signals in the noise. Each week, I sit down with leading thinkers whose research, concepts, and questions clarify the chaos, from culture to the cosmos.

My guest this week is Al Hassan Elwan.

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Al Hassan Elwan is an interdisciplinary designer, brand consultant and creative director, born in Cairo, Egypt. They are now based in Los Angeles, where they completed a postgraduate degree in architecture with a focus on media studies from SCI-Arc in 2022.

Al is the founder of POSTPOSTPOST™, a brand that produces films, publications, and fashion on the edges of the cultural vanguard while simultaneously building an art movement. POSTPOSTPOST™ has garnered a following on Instagram by posting contemporary cultural commentary, niche content, and avant-garde theory in the format of memes. Al is the instigator and co-editor of POSTPOSTPOST™'s inaugural publication, POSTPOSTPOST: Reflections on a New Avant-garde, which features contributions from over 30 artists, writers, and academics, including Shumon Basar, Jack Self, Carly Busta, and Ana Viktoria Dzinic. POSTPOSTPOST™ has been featured in various publications such as Dazed, FlashArt, Frieze Seoul, Novembre, DAMN Magazine, and others. Al is also the writer and director of POSTPOSTPOST™’s launch film, produced by Liam Young - which is now published on DIS [dis.art]. Their theoretical work has been published in RealReview and DoNotResearch, among others. They are also a part-time lecturer at MSCHF.

Besides their POSTPOSTPOST™ work, Al is the co-founder and Creative Director of the brand strategy and design firm, pew. design bureau, which is based in Cairo, Dubai and Los Angeles. pew. has worked with notable clients including Google, YouTube, Vice, Unilever, and UN Women, and their work has been featured in Entrepreneur, World Brand Design Society, LA Weekly, the Brandberries, Cairoscene, and others.

I first met Al when their fever dream of a new avant-garde, POSTPOSTPOST™, was just taking shape. It immediately struck a chord with me. A decade ago I was drawn in by metamodernism, the proposed structure of feeling that emerged in the wake of postmodernism. A lot of people have a lot of feelings about metamodernism, and this isn’t the place where I’m going to get into it—though I am planning some pieces on Reality Studies, so be sure to subscribe over there.

I bring it up because when I encountered metamodernism, it had an electricity to it that felt true, capturing something in the zeitgeist that I hadn’t seen named quite so well prior. And this is exactly how I felt when I encountered POSTPOSTPOST™ in 2022. Of course, the 2020s are many worlds away from the 2010s, with new forms of digital culture and sociality. Ideas can go from fringe to center in an eyeblink—looking at you, Brat Summer and very demure. And speaking for myself, there’s this paradoxical feeling I get when I navigate platforms whose algorithms prioritize de-nuanced, hard-line certainty—all the while I feel increasingly disoriented and uncertain. 

POSTPOSTPOST™ consistently manages to distill that weird feeling. Al delights in ambiguity, even as they weigh into murky and fraught topics. I won’t burden you with a deep media theory argument, but simply say that the work feels important to me. In this conversation, which I’m honored is something of an admin reveal for the account, we get into a full range of stuff, from their background growing up in Egypt, their experience in architecture, memes (of course), and much more. 

As this show is finding new audiences, some of the folks who are most concerned about ecological overshoot, climate change, and biodiversity loss have expressed confusion about why I also emphasize digital culture on the channel. My answer is simple: how we socialize and share information with each other impacts pretty much everything else—and digital culture plays an outsized role in determining those norms. Folks who understand the emerging shapes of digital culture are critical in helping the rest of us understand the realities we inhabit. And Al is one such critical interlocutor.

CREDITS: This podcast is edited and produced by Adam Labrie and me, Jesse Damiani. Adam Labrie also directed, shot, and edited the video version of the podcast, which is available on YouTube. The podcast is presented by Reality Studies. If you appreciate the work I’m doing, please subscribe and share it with someone you think would enjoy it.

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